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Nail Color and Care - US - January 2015

"After years of stellar gains, sales have slowed considerably in the nail color and care category, driven largely by the cyclical nature of beauty trends and the growing impact of the salon market. Still, opportunities exist in the nearly $2 billion category for brands and retailers to offer women ways to simplify the nail maintenance process as well as products that address concerns about nail health and ingredient safety."

- Shannon Romanowski, Senior Beauty & Personal Care Analyst

This report cover the following areas:

  • After years of growth, category sales have stalled, reflecting the cyclical nature of the category 
  • Women are less engaged in the nail category
  • Salon services threatens the at-home market

After years of stellar gains, sales have slowed considerably in the nail color and care category, driven largely by the cyclical nature of beauty trends and the growing impact of the salon market. Still, opportunities exist for brands and retailers to offer women ways to simplify the nail maintenance process as well as products that address concerns about nail health and ingredient safety.

This report covers the US market for nail color and care products and includes products specifically intended for use on the nails, not the hands or other parts of the body. Mintel defines the nail color and care market as follows:

  • Nail polish

  • Nail accessories and implements (ie nail files, clippers, and trimmers)

  • Nail treatments (ie nail strengtheners, ridge fillers, top coats, base coats)

  • Artificial nails and accessories (ie press-on nails, nail tips)

  • Nail polish removers (includes both acetone and non-acetone polish removers)

Salon nail services are excluded from the market size, segment performance, and brand sections of this report but are covered in the consumer sections.

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • After years of growth, category sales have stalled
            • Figure 1: Total US sales and fan chart forecast of nail color and care, at current prices, 2009-19
          • Women less engaged in the nail category
            • Figure 2: Mean (#) use of nail products among women and teens, April 2008-June 2014
          • Women are returning to the salon
            • Figure 3: Nail services done at a salon, October 2013 and November 2014
          • The opportunities
            • Focus on women aged 25-34
              • Figure 4: Frequency of doing nails, by women aged 18-24 and 25-34, November 2014
            • Highlight natural and gentle claims
              • Figure 5: Attitudes toward ingredients in nail products, November 2014
              • Figure 6: Interest in natural nail product concepts, November 2014
            • Emphasize ease of use and convenience
              • Figure 7: Attitudes toward use of nail products and nail maintenance, November 2014
              • Figure 8: Interest in convenient nail products and services, November 2014
            • What we think
            • The Market – What You Need to Know

              • Market Size and Forecast

                • Trend-driven nature of nail category Impacts historic and projected sales performance
                  • Figure 9: Total US sales and fan chart forecast of nail color and care, at current prices, 2009-19
                  • Figure 10: Total US sales and forecast of nail color and care, at current prices, 2009-19
                • Historical sales trends of nail color and care
                  • Figure 11: Percent change in sales of nail color and care products, 2000-14
              • Market Breakdown

                  • Figure 12: Sales of nail color and care, by segment share, 2014
                  • Figure 13: Sales of nail color and care, by segment, 2009-14
              • Market Perspective

                  • Figure 14: Sales of color cosmetics, by segment, 2012 and 2014
              • Market Factors

                • Economy continues to stabilize
                  • Figure 15: Types of nail services done – At a salon, by household income, November 2014
                • Declining participation in the nail category
                  • Figure 16: Nail product usage among women and teens, April 2008-June 2014
                  • Figure 17: Mean (#) use of nail products among women and teens, April 2008-June 2014
                • Women returning to more classic nail polish shades
                • Key Players – What You Need to Know

                  • Consistent With Sales Declines, Leading Brands Struggle

                      • Manufacturer sales of nail color and care
                        • Figure 18: Leading manufacturer sales of nail color and care, 2013 and 2014
                    • What’s Working?

                      • Gel hybrid products
                        • Figure 19: MULO sales of Sally Hansen Miracle Gel Nail Polish, 52 weeks ending Oct. 5, 2014
                      • Unique collaborations
                        • Nail treatments
                          • Figure 20: MULO sales of select Sally Hansen nail treatments, 52 weeks ending Oct. 5, 2014
                      • What’s Struggling?

                        • Special effect polish
                          • Figure 21: MULO sales of select special effect nail polishes, 2011-14
                        • Artificial nails
                          • Figure 22: MULO sales of select Broadway Nails artificial nails, 2011-14
                        • Nail polish strips
                          • Figure 23: MULO sales of Sally Hansen Salon Effects Nail Polish Strips, 2011-14
                      • What’s Next?

                        • Convenient forms
                          • Natural products
                            • Super premium polish
                              • Nail polish as wearable tech
                              • The Consumer - What You Need to Know

                                • Types of Nail Services Done

                                  • Pedicures, single color manicures are most common nail services
                                    • Figure 24: Types of nail services done, November 2014
                                • Salon and At-home Nail Services

                                  • Growing reliance on the salon is leading to mixed results for the at-home market
                                    • Figure 25: Nail services done at a salon, October 2013 and November 2014
                                    • Figure 26: Nail services done myself, October 2013 and November 2014
                                • Nail Products Used

                                  • Colored polish is most used nail product
                                    • Figure 27: Nail products used, by age, November 2014
                                • Frequency of Doing Nails

                                  • Opportunity to focus marketing efforts on women aged 25-34
                                    • Figure 28: Frequency of doing nails, by age, November 2014
                                • Number of Nail Polishes Owned and Used

                                  • Women own more nail polish than they use
                                    • Figure 29: Number of nail polishes owned and used, November 2014
                                • Time Spent on Nails

                                  • Young women spending less time in the nail category
                                    • Figure 30: Time spent on nails, November 2014
                                • Attitudes Toward Nail Products

                                  • Despite upsides, women express some concerns about nail care
                                    • Figure 31: Select attitudes toward nail products, by age, November 2014
                                • Shopping for Nail Products

                                  • Women inclined to stick with what they like
                                    • Figure 32: Select attitudes toward shopping for nail products, by age, November 2014
                                • Interest in Trying Nail Product Concepts

                                  • Natural, convenience-driven concepts generate strong interest
                                    • Interest in natural concepts fueled by concerns about ingredient safety
                                      • Smaller, easy-to-use products translate to convenience and eco-consciousness
                                        • Figure 33: Interest in trying select nail product concepts, by age, November 2014
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Sales data
                                          • Fan chart forecast
                                            • Consumer survey data
                                              • Abbreviations and terms
                                                • Abbreviations
                                                • Appendix – Market

                                                    • Figure 34: Total US sales and forecast of nail color and care, at inflation-adjusted prices, 2009-19
                                                    • Figure 35: Total US retail sales of nail color and care, by segment, at current prices, 2012 and 2014
                                                    • Figure 36: Total US retail sales of nail color and care, by channel, at current prices, 2009-14"
                                                    • Figure 37: Total US retail sales of nail color and care, by channel, at current prices, 2012 and 2014
                                                    • Figure 38: Changes in DPI (disposable personal income), 2007-14
                                                    • Figure 39: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
                                                    • Figure 40: Summary of bases for nail product usage and mean (#) usage of nail products, April 2008-June 2014
                                                • Appendix – Key Players

                                                    • Figure 41: MULO sales of nail polish, by leading companies, rolling 52 weeks 2013 and 2014
                                                    • Figure 42: MULO sales of nail accessories and implements, by leading companies, rolling 52 weeks 2013 and 2014
                                                    • Figure 43: MULO sales of nail treatments, by leading companies, rolling 52 weeks 2013 and 2014
                                                    • Figure 44: MULO sales of artificial nails and accessories, by leading companies, rolling 52 weeks 2013 and 2014
                                                    • Figure 45: MULO sales of nail polish removers, by leading companies, rolling 52 weeks 2013 and 2014
                                                • Appendix – Consumer

                                                    • Figure 46: Brands of nail products used, April 2008-June 2014
                                                    • Figure 47: Frequency of use, April 2008-June 2014
                                                    • Figure 48: Brands of nail products used among teen girls, April 2008-June 2014
                                                    • Figure 49: Frequency of use among teen girls, April 2008-June 2014

                                                Companies Covered

                                                • Walmart Stores (USA)

                                                Nail Color and Care - US - January 2015

                                                £3,199.84 (Excl.Tax)